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The chapter explores how cobotic (human and robot) teams function in sectors such as healthcare, retail, and manufacturing, where robots and AI improve efficiency and service quality by performing tasks traditionally handled by humans. The challenges of robot leadership, ethical concerns, and the need for effective human–robot collaboration in service roles are discussed by applying Activity Theory (AT). This chapter aims to shed light on the adoption and effectiveness of cobotic systems, optimizing productivity and fostering symbiotic human–robot relationships. The findings would contribute to guidelines and policies for the ethical and efficient integration of robots and AI. Future research directions are suggested to further explore the dynamic interactions in human-AI ensembles and the fast-evolving landscape of service provision.

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Technological Transformation in Human–Robot and Human-AI Ensembles in Marketing and Consumer Services: Activity Theory and a Socio-Cultural Framework

  • 章节

  • 出版模式：

    开放获取

  • 发表日期：

    2026年

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  • Selcen Ozturkcan,
  • Ezgi Merdin-Uygur

摘要

The chapter explores how cobotic (human and robot) teams function in sectors such as healthcare, retail, and manufacturing, where robots and AI improve efficiency and service quality by performing tasks traditionally handled by humans. The challenges of robot leadership, ethical concerns, and the need for effective human–robot collaboration in service roles are discussed by applying Activity Theory (AT). This chapter aims to shed light on the adoption and effectiveness of cobotic systems, optimizing productivity and fostering symbiotic human–robot relationships. The findings would contribute to guidelines and policies for the ethical and efficient integration of robots and AI. Future research directions are suggested to further explore the dynamic interactions in human-AI ensembles and the fast-evolving landscape of service provision.